Talking about the benefits of your product is generally more effective than selling a product, the infographic explains. For example, it’s more persuasive to ask, “Do you want to catch more fish?” than it is to say, “Buy this awesome hook.”

That’s core to writing good sales copy, and sometimes it’s nice to remember the basics and take a look at our work with fresh eyes. As the graphic summarizes, “Don’t sell a product; sell a better life.”